Canadian Taxpayers Federation
How adding clarity to the headline for a Dear Reader impacted email acquisition
Experiment ID: #169907
Canadian Taxpayers Federation
A not-for-profit citizen's advocacy group dedicated to lower taxes, less waste and accountable government.
Experiment Summary
Timeframe: 02/15/2024 - 02/23/2024
When advertising a newsletter on newsroom pages for CTF, we wondered if “A Note for our Readers” was causing banner blindness and not clearly articulating the offer to the page visitors. We set up a treatment that removed the headline and replaced it instead with the subheader which was “Join now to get the Taxpayer newsletter” and split traffic 50/50 between the two versions.
Research Question
We believe that adding clarity in the headline for page visitors will achieve an increase in email acquisition because the new headline is easier and quicker to understand what is being offered to the reader.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 58375
[id] => 58375
[title] => Control.png
[filename] => Control-74.png
[filesize] => 295851
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[link] => https://www.nextafter.com/experiments/how-adding-clarity-to-the-headline-for-a-dear-reader-impacted-email-acquisition/attachment/control-png-6938/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-6938
[status] => inherit
[uploaded_to] => 58370
[date] => 2024-02-26 18:06:33
[modified] => 2024-02-26 18:06:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 726
[height] => 924
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-236x300.png
[medium-width] => 236
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[medium_large-width] => 640
[medium_large-height] => 815
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[large-width] => 640
[large-height] => 815
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[1536x1536-width] => 726
[1536x1536-height] => 924
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[2048x2048-width] => 726
[2048x2048-height] => 924
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[tp-image-grid-width] => 550
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-39x50.png
[admin-width] => 39
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[full-width] => 726
[full-height] => 924
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-372x473.png
[thumb_372-width] => 372
[thumb_372-height] => 473
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-491x625.png
[single_post_thumbnail-width] => 491
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-38x48.png
[thumb_48_48-width] => 38
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-50x64.png
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-101x128.png
[thumb_128_128-width] => 101
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-53x67.png
[thumb_122_67-width] => 53
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-120x153.png
[thumb_153_153-width] => 120
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-128x163.png
[thumb_130_163-width] => 128
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-139x177.png
[thumb_232_177-width] => 139
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-511x650.png
[thumb_272_325-width] => 511
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-271x346.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-213x271.png
[thumb_271_271-width] => 213
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-135x172.png
[thumb_272_172-width] => 135
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-362x461.png
[thumb_372_461-width] => 362
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-372x473.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 473
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-212x270.png
[thumb_385_270-width] => 212
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-189x241.png
[thumb_416_241-width] => 189
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-322x410.png
[thumb_448_410-width] => 322
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-644x820.png
[thumb_448_410_retina-width] => 644
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-300x382.png
[thumb_574_382-width] => 300
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-310x395.png
[thumb_776_395-width] => 310
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 58377
[id] => 58377
[title] => Variation_1.png
[filename] => Variation_1-3.png
[filesize] => 1606875
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3.png
[link] => https://www.nextafter.com/experiments/how-adding-clarity-to-the-headline-for-a-dear-reader-impacted-email-acquisition/attachment/variation_1-png-184/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => variation_1-png-184
[status] => inherit
[uploaded_to] => 58370
[date] => 2024-02-26 18:06:41
[modified] => 2024-02-26 18:06:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2472
[height] => 2375
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-300x288.png
[medium-width] => 300
[medium-height] => 288
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-768x738.png
[medium_large-width] => 640
[medium_large-height] => 615
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-1024x984.png
[large-width] => 640
[large-height] => 615
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-1536x1476.png
[1536x1536-width] => 1536
[1536x1536-height] => 1476
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-2048x1968.png
[2048x2048-width] => 2048
[2048x2048-height] => 1968
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 673
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-50x48.png
[admin-width] => 50
[admin-height] => 48
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3.png
[full-width] => 2472
[full-height] => 2375
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-372x357.png
[thumb_372-width] => 372
[thumb_372-height] => 357
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-651x625.png
[single_post_thumbnail-width] => 651
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-48x46.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 46
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-64x61.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 61
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-128x123.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 123
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-70x67.png
[thumb_122_67-width] => 70
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-153x147.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 147
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-130x125.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 125
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-184x177.png
[thumb_232_177-width] => 184
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-544x523.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 523
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-271x260.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 260
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-271x260.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 260
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-179x172.png
[thumb_272_172-width] => 179
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-372x357.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 357
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-372x357.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 357
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-281x270.png
[thumb_385_270-width] => 281
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-251x241.png
[thumb_416_241-width] => 251
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-427x410.png
[thumb_448_410-width] => 427
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-853x820.png
[thumb_448_410_retina-width] => 853
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-398x382.png
[thumb_574_382-width] => 398
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-411x395.png
[thumb_776_395-width] => 411
[thumb_776_395-height] => 395
) ) )
T1: Variation 1
Array
(
[0] => Array
(
[ID] => 58375
[id] => 58375
[title] => Control.png
[filename] => Control-74.png
[filesize] => 295851
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[link] => https://www.nextafter.com/experiments/how-adding-clarity-to-the-headline-for-a-dear-reader-impacted-email-acquisition/attachment/control-png-6938/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-6938
[status] => inherit
[uploaded_to] => 58370
[date] => 2024-02-26 18:06:33
[modified] => 2024-02-26 18:06:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 726
[height] => 924
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-236x300.png
[medium-width] => 236
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[medium_large-width] => 640
[medium_large-height] => 815
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[large-width] => 640
[large-height] => 815
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[1536x1536-width] => 726
[1536x1536-height] => 924
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[2048x2048-width] => 726
[2048x2048-height] => 924
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[tp-image-grid-width] => 550
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-39x50.png
[admin-width] => 39
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74.png
[full-width] => 726
[full-height] => 924
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-372x473.png
[thumb_372-width] => 372
[thumb_372-height] => 473
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-491x625.png
[single_post_thumbnail-width] => 491
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-38x48.png
[thumb_48_48-width] => 38
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-50x64.png
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-101x128.png
[thumb_128_128-width] => 101
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-53x67.png
[thumb_122_67-width] => 53
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-120x153.png
[thumb_153_153-width] => 120
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-128x163.png
[thumb_130_163-width] => 128
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-139x177.png
[thumb_232_177-width] => 139
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-511x650.png
[thumb_272_325-width] => 511
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-271x346.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-213x271.png
[thumb_271_271-width] => 213
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-135x172.png
[thumb_272_172-width] => 135
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-362x461.png
[thumb_372_461-width] => 362
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-372x473.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 473
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-212x270.png
[thumb_385_270-width] => 212
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-189x241.png
[thumb_416_241-width] => 189
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-322x410.png
[thumb_448_410-width] => 322
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-644x820.png
[thumb_448_410_retina-width] => 644
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-300x382.png
[thumb_574_382-width] => 300
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-74-310x395.png
[thumb_776_395-width] => 310
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 58377
[id] => 58377
[title] => Variation_1.png
[filename] => Variation_1-3.png
[filesize] => 1606875
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3.png
[link] => https://www.nextafter.com/experiments/how-adding-clarity-to-the-headline-for-a-dear-reader-impacted-email-acquisition/attachment/variation_1-png-184/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => variation_1-png-184
[status] => inherit
[uploaded_to] => 58370
[date] => 2024-02-26 18:06:41
[modified] => 2024-02-26 18:06:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2472
[height] => 2375
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-300x288.png
[medium-width] => 300
[medium-height] => 288
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-768x738.png
[medium_large-width] => 640
[medium_large-height] => 615
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-1024x984.png
[large-width] => 640
[large-height] => 615
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-1536x1476.png
[1536x1536-width] => 1536
[1536x1536-height] => 1476
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-2048x1968.png
[2048x2048-width] => 2048
[2048x2048-height] => 1968
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 673
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-50x48.png
[admin-width] => 50
[admin-height] => 48
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3.png
[full-width] => 2472
[full-height] => 2375
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-372x357.png
[thumb_372-width] => 372
[thumb_372-height] => 357
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-651x625.png
[single_post_thumbnail-width] => 651
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-48x46.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 46
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-64x61.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 61
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-128x123.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 123
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-70x67.png
[thumb_122_67-width] => 70
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-153x147.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 147
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-130x125.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 125
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-184x177.png
[thumb_232_177-width] => 184
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-544x523.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 523
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-271x260.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 260
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-271x260.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 260
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-179x172.png
[thumb_272_172-width] => 179
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-372x357.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 357
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-372x357.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 357
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-281x270.png
[thumb_385_270-width] => 281
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-251x241.png
[thumb_416_241-width] => 251
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-427x410.png
[thumb_448_410-width] => 427
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-853x820.png
[thumb_448_410_retina-width] => 853
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-398x382.png
[thumb_574_382-width] => 398
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-411x395.png
[thumb_776_395-width] => 411
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift |
---|
C: | Control | 0.49% | | | $0.00 |
T1: | Variation 1 | 1.1% | 126.5% | 99.2% | $13.33 |
This experiment has a required sample size of
1,587 in order to be valid. Since the experiment had a total sample size of
5,791, and
the level of confidence is above 95% the experiment results are
valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average
gift).
This experiment produced the following results:
0% increase in traffic
× 126.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
By adding clarity in the headline for page visitors, we were able to significantly impact email acquisition rates as we observed a 126% increase in conversion with 99% level of confidence. Replacing a vague headline with a clear and specific message about the offer can lead to a substantial increase in conversions. We believe this increase happened because the new headline “Join now to get the Taxpayer newsletter” effectively communicated the value proposition to the readers, leading to a higher engagement rate. For future experiments, we will look to utilize clear and specific headlines that quickly convey the offer to potential subscribers. We will continue to test different variations of headlines to optimize for the highest email acquisition rates. We will also consider applying similar strategies to other marketing materials to enhance communication effectiveness with the target audience. As we think of future test ideas, we will continue to monitor and analyze the impact of headline changes on key metrics to further refine strategies for future campaigns.